品牌定位市场营销外文文献翻译2014年译文3000多字(6)

The study suggests several factors as important determinants of a brand orientation. Based on the existing literature, a brand orientation appears to be facilitated by a number of factors, including: the size of the company, exploration of brand identity, brand research, years of planning and investment, expansion growth intention, and brand management assessment. Additionally, brand barriers and the extent to which a company provides services over physical goods are associated with a lower level of a brand orientation. From a managerial perspective, a relatively low level of a brand orientation may lead managers to alter certain antecedents which, in turn, would lead to a higher level of a brand orientation. For example, a company with a low level of a brand orientation may invest time in exploring questions about the brand's current identity, from both internal as well as external perspectives. Alternatively, the firm could conduct a brand management assessment to determine if the current system of brand management is appropriate to the firm's circumstances. The brand management assessment may be particularly important if the company has recently added a number of new brands either through new product development or as the result of a corporate merger, or if the company has reduced the number of brands in its product mix as the result of divestment or experiencing negative outcomes associated with poorly managed brand proliferation.

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战略品牌定位和它的渊源

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品牌定位的哪些理念符合当代营销策略?

多年来,至少有三个竞争经营理念对营销策略产生过影响。在1950年代中期之前,营销内部关注生产效率(如产品定位)和积极销售(如销售方向)。大约1950年中期的,焦点转移外部客户需求(如营销概念)。营销概念,被(麦卡锡&佩罗,1984)作为市场导向的哲学基础,包括三个部分:顾客导向、集成和长期盈利能力。营销概念被作为营销思想的基石(博尔奇,1957;马克瑞,1957)。

1990年代见证了市场导向概念中一个新的利益(营销理念的实现)。以文献综述为基础,哈里森-瓦尔克(2001)描述了市场导向的双重性,四级流程涉及信息采集(克里和贾沃斯基，1990年),信息共享(克里和贾沃斯基,1990年),共享的信息解释